Joseph Marcus | Helping You Tell a Brand Better Story | Digital Media Storyteller | 3 Simple Ways to Get More Click-Throughs On Your Facebook Links
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19 Jun 3 Simple Ways to Get More Click-Throughs On Your Facebook Links

With roughly 1.28 billion users, Facebook is one of the most powerful platforms you have at your disposal for attracting a loyal following and getting them invested in your content.

And there has never been a better time to share content through Facebook links thanks to recent changes being made to their algorithm that promote link sharing over other post types.

But with more than 15 million businesses, companies and organizations competing for user attention on Facebook, you’re going to need to make links to your content stellar if you want to garner high click-through rates.

Here are 3 simple tactics to boost click-through rates for Facebook links that have worked time and time again in my social media marketing efforts.

1. Use Eye-catching, Relevant Images That Span the Full Width of the News Feed

Don’t be stuck in the stone age. Text only links are a thing of the past, replaced by the much higher engaging graphic links which have the potential to generate upwards of 53% more likes than their text only counterparts.

When selecting a graphic for your link, make sure the image you choose is relevant to the content you are linking to. Nothing is more annoying to your Facebook audience than hitting them with a teaser that has no relation to what they find on the other end.

Secondly, you’ll want to use an image that spans the full width of the news feed. Here’s a snippet from a Gain infographic on proper dimensions for link posts:

Dimensions for Facebook links

I always try to create images for my links at the larger 246×470 px dimension for the simple reason that it dominates more space in the news feed, meaning it has increased visibility for your audience.

Check out a few examples of eye-catching, relevant link graphics:

Joseph Marcus, social media, digital media marketing, facebook, marketer, storyteller

This link graphic from Mashable is great because it capitalizes on an image we see frequently as we go about our day (the battery on our phones) and is relevant because it links to an article debunking phone charging myths.

Joseph Marcus, social media, digital media marketing, facebook, marketer, storyteller

Love this link graphic from Diamond Candles because, besides the fact that I’m a sucker for good food, the picture is colorful, eye-catching and ties perfectly into the linked content.

Now that we’ve seen what graphics can do, let’s take a look at the second ingredient to boosting Facebook link click-throughs.

2. Give Your Facebook Links Titles That Leave Your Fans Wanting More

Titling your link is just as important as your link graphic. Use a creative, catchy link title that is relevant to the content you are leading to but doesn’t give away the prize before the game. The goal here is to whet your audience’s appetite, interest them in the promise of great content and get them clicking through.

Take a look as some of these great link titles to use as reference:

Joseph Marcus, social media, digital media marketing, facebook, marketer, storyteller

Cracked.com here evokes a sense of mystery by teasing “behind-the-scenes problems.” Listing the number of main points is also a great tactic for indicating to your audience how much content they’ll be consuming.

Joseph Marcus, social media, digital media marketing, facebook, marketer, storyteller

EW.com uses a specific call to action in the link title with “Vote now!” Using a call to action like this is effective — just make sure you deliver on the back end by allowing your fans to actually followup on the call to action when they click through.

Joseph Marcus, social media, digital media marketing, facebook, marketer, storyteller

Here is a link title with a call to action to play effectively off the link graphic by the Humane Society of the United States. The title is just enough to get people wondering, “Why do these dogs at Georgia Regents University need my help?” The combined title and graphic elicit an emotional response on the audience’s part.

With your graphic and your title, you’re almost set to go. The last thing you should keep in mind is…

3. Make Post Text Brief

Now that you’ve got an eye-catching graphic and title, you don’t want to overshadow them by throwing a mountain of text at your audience.

Stick to using less than 140 characters (think Twitter length here) when creating post text to precede your Facebook links.

Some good options for post text would be a thought-provoking pull quote from your content, a question answered by your content, something humorous related to your content or a direct call to action to consume your content.

Some examples to illustrate brief, creative post text:

Joseph Marcus, social media, digital media marketing, facebook, marketer, storyteller

At just 25 characters (including spaces), Amy Porterfield poses a question that gets her audience interested in the linked content. As an added bonus she’ll most likely get comments in response to her question, boosting the visibility of this link on her fans’ newsfeeds.

Joseph Marcus, social media, digital media marketing, facebook, marketer, storyteller

Walt Disney World uses a fun call to action to get fans involved in an awesome contest to win a Disney vacation.

Joseph Marcus, social media, digital media marketing, facebook, marketer, storyteller

Personally, I think they could have left off the text link and wording after the question, but I like how CNN uses a thought-provoking statement and question to entice its audience to click through to the news article to read more.

Conclusion

In a social media world where more than 15 million brands are competing for an overlapping audience, you’ll need to use every tool at your disposable to get eyes on your content.

Using eye-catching, large images, catchy titles and brief post text will boost click-through rates for your Facebook links and get your target audience interested and invested in the content you are spending precious time to create.

Your Turn

Any tactics you would add to this list to boost click-through rates for Facebook links?